Beyond the hypnotic beats, the dancers glistening with sweat and sequins, and the vibrant atmosphere that defines the electronic dance music scene are the people making it happen and telling its story. Yet, for many years, that story has predominantly been told through the lens of men who ran the EDM scene’s festivals, made their names and faces known as DJs, sponsors, and influencers, and marketed those festivals to audiences worldwide.
Although women represent 51% of EDM festival attendees, the industry remains overwhelmingly male-centric. Now, a new vibe has entered the space — one that is decidedly female.
Enter The Festival Babes, an all-female team injecting a burst of energy into the EDM industry to help bring it to a new level. Their story isn’t just one about community coming together and female comiseration, it’s a celebration, a revolution, and a rallying cry for women in the EDM space who have felt out of place for far too long.
Now, through The Festival Babes’ influence, more women are making their voices heard at music festivals throughout the United States, celebrating not only their love of EDM music but also a stronger sense of belonging to the scene’s larger community.
From Facebook group to festival phenomenon
The women behind The Festival Babes did not intend to upend the EDM space. Not initially, anyway. They had humble beginnings, seeking to create a space for women who shared a mutual love for EDM, raves, and the dazzling feeling the scene leaves on festivalgoers.
At first, The Festival Babes was a Facebook group started by CEO Kat Yung, which provided a safe space for women to come together and find others attending certain events in their area to find a group to go with. The group grew quickly, eventually evolving into an influencer marketing company for the $12.9 billion EDM industry.
The rise of The Festival Babes from a Facebook group to a full-fledged marketing agency is nothing short of meteoric, having grown from attending fewer than 10 festivals a year to now making their presence known at the majority of music festivals in the US. And the women behind the agency’s rapid growth have no problem spreading their passion, bringing more and more women into their orbit.
By redefining experiential marketing, digital marketing, influencer strategies, and brand activations, the influencer marketing group that began as a grassroots Facebook community has expanded into a premier agency and a dominant presence on the festival circuit. Today, The Festival Babes is a 100% women-owned agency that is redefining festival marketing for the modern age, partnering with festivals across the US and infusing the industry with robust influencer marketing campaigns that showcase the power of the female perspective.
Full-throttle EDM marketing strategies
What began as a way to amplify female voices in a male-dominated space has become a powerful juggernaut in EDM. With a wide range of marketing approaches that include custom content creation, influencer marketing, media coverage, and on-site activations at multi-genre music events, The Festival Babes has redefined what it means to connect brands through all the best parts of festival culture: the music, the community, the dancing, the audio-visual experience, and the freedom of self-expression that EDM enthusiasts wholeheartedly embrace.
With a vibrant roster of diverse influencers, The Festival Babes are always ahead of the curve in an industry that is in a constant state of evolution. While festivalgoers are regularly bombarded with noise from advertisers, The Festival Babes help cut through the noise to find the all-important signals that help brands find a lasting place in the music festival ecosystem.
Bringing the on-site experience to a new level
The “special sauce” of The Festival Babes’ approach is how they have scaled their offerings while still remaining true to who they have always been.
The Festival Babes aren’t just a boots-on-the-ground, kandi-on-wrists influencer collective; they are multi-genre music and marketing industry experts who bring the festival experience to a whole new level. Their community engagement experiences leave a lasting impression that allows all EDM festival attendees — especially women — to fully immerse themselves in the music, visuals, and vibe of each DJ set.
The Festival Babes’ team also designs custom influencer campaigns to reach a wide variety of EDM festivalgoers and fans. Their trusted creator network of 10,000 influencers has helped launch more than 50 successful brand collaborations at over 200 events, allowing followers to become a deeper part of the broader EDM community.
In defining their own moment, movement, and community, The Festival Babes aren’t just part of the EDM scene. They are the scene.
Today, The Festival Babes are a force to be reckoned with, sending influencers and staff to promote, market, and host brand activations at 50 to 60% of the US’s major festivals, including Bonnaroo, Coachella, EDC Las Vegas, and more. They have grown to the point where they are generating millions of impressions and engagements on social media content, as well as millions of dollars in value for brands through media exposure, content, and coverage.
Not your mom’s marketing agency: Hype, buzz, and keeping the community central
Although they are growth-focused, The Festival Babes also know enough to keep community first. The EDM community is known for its tight-knit connections and supportive environment. The Festival Babes carry this commitment through every engagement and transaction by prioritizing creator rights, fostering fair collaboration, and ensuring legitimate contracts.
The EDM festival space was just waiting to be disrupted by a force bringing female energy, curated festival experiences, and influencers who are viewed as more than just their online following. All the while, The Festival Babes are dancing right along with you until the break of dawn, proving that community and marketing can be combined in a way that is fun, fierce, and female.
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